Video Marketing for B2B Businesses with @HopeMorley #vcbuzz

Video marketing is no longer an option. It’s a must. Every business has to have a video marketing strategy.

As Maxwell Hertan of Megaphone Marketing rightfully put it,

If you’re still not creating and sharing videos on the reg, this is your year!

But how is video marketing different for B2B niche?

Let’ discuss!

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About @HopeMorley

@HopeMorley is COO at @Umault, a boutique video marketing agency that helps B2B businesses create captivating content, engage the right people, and drive sales.

Hope is co-host of “Death to the Corporate Video” podcast.

Questions we discussed

Q1 How did you become a digital marketer? Please share your career story!

I started my career as an editor and project manager in textbook publishing. I went from there to video production, now video marketing. The through line is always creating content for niche audiences.

Q2 How is video marketing different for B2B niche?

Two key ways: First, most B2B buyers do more extensive research than B2C. Second, B2B purchases are often finalized by committee. Video marketing needs to serve researchers at the early stages, then reassure the crowd later on.

Yes! People love seeing tech products in action, esp. early in the research stage. Videos allow for a self-service option instead of taking up a salesperson’s time.

I think you need both, and it’s a difficult balance. If the video just restates what’s on the sales sheet, I could read that instead.

If a B2B brand is only going to invest in one professional video, I tend to recommend TOF. Better bang for the buck

You gotta get people to watch, and entertainment value helps!

Q3 How can videos help in the B2B sales funnel? Can it be helpful on each step of the funnel?

Absolutely. Video is essential throughout the funnel, and you need different videos for different steps. Early in the funnel, you want inspirational content. How will your product/service solve their problems?

Middle of the funnel is for product videos or walkthroughts. Late in the funnel you need to reassure buyers of their decision. That’s the time for testimonials or case studies.

We call videos that try to span the entire funnel “mullet videos.” You can’t be business in the front and inspiring in the back. You need dedicated content for each step.

Yes, B2B video needs to bring the viewer value. Poetic spots with stock footage of robots and rockets without a clear message don’t bring value.

Q4 Are there good examples of B2B brands doing video marketing well?

IBM, Slack, and Zendesk do great work. I love what Salesforce does with UGC on social, esp. testimonials and user stories. Adobe is all-in on YouTube with excellent tutorials and support content. Hubspot Academy is top-notch.

Q5 What are your favorite video marketing tools?

Is a strategy a tool? Get that first. Then VidIQ for additional YouTube analytics. Loom, BombBomb, or Vimeo for asynchronous video messaging. Vimeo Create or Canva for easy-to-make social media videos.

There’s also this great online video editor that makes video creation a breeze.

Our previous video marketing chats:


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